Managing Buzz Marketing in the Digital Age

Authors

  • Iris Mohr St. John’s University

Keywords:

Marketing Development, Buzz Marketing, Digital Age

Abstract

Buzz marketing is a promotional posture that is focused on maximizing word-of-mouth of a product or phenomenon in a viral way via technology, whether through personal conversations or on larger scale discussions on social media platforms. Ultimately, buzz marketing affects brand perceptions, but there is still the question as to why certain brands, situations, or phenomenon are talked about more than others, both right after first exposure and in the months that follow? The purpose of this article is to improve the understanding of buzz marketing, and to propose a three step buzz marketing process based on the extant literature for implementing buzz marketing successfully

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Published

2017-09-01

How to Cite

Mohr, I. (2017). Managing Buzz Marketing in the Digital Age. Journal of Marketing Development and Competitiveness, 11(2). Retrieved from https://articlegateway.com/index.php/JMDC/article/view/1629

Issue

Section

Articles